Angling bait producer Marukyu Europe Ltd has boosted its turnover by 300 per cent in just a handful of months after moving to Lincolnshire. Nicholas Fletcher spoke to sales and marketing manager, Howard Kaye, about how business has taken off and the challenges the industry faces in the future.

Marukyu Europe Ltd is considered the number one angling bait manufacturer in the world by people in the know.

The UK-based business ships thousands of specialised products to keen anglers across the globe on a daily basis.

Howard Kaye, national sales and marketing manager at the company, said moving to Lincolnshire was an opportunity bosses couldn't resist.

She said: "Three years ago we acquired a manufacturing plant in Boston – it was very competitively priced and it already had much of the equipment needed to carry out production.

"We work in a niche industry so the right sites can be thin on the ground.

"As an anecdote, we could produce products in Boston before they were sent to Wales - they could then be sent back to Boston.

"Having both in the same area we have been able to reduce our production and distribution spending."

The firm has managed to shave a huge 30 per cent off his distribution costs by moving to Lincolnshire.

Mr Kaye described it as an "incredible turnaround".

The keen angler, who has worked within the industry for around 25 years, insists it isn't just the bringing together of production and distribution that has seen the company's fortunes soar.

He said: "There are several reasons it is going so well, one is the quality of the sales personnel we have who really know what they are doing.

"Secondly, the quality and effectiveness of the products speak for themselves."

Marukyu Europe Ltd has cornered the market on producing a range of fish bait products which do not harm the environment or the fish who tuck into them.

The company's 'thanks for the fish and nature' tagline, only goes to reinforce the message and expose its Japanese routes.

Mr Kaye said creating conscientious bait gives them the edge – even if it means they are more expensive than their competition.

He said: "There is a very scientific background to all the bait we sell.

"Every ingredient is safe for fish to eat and digest and does not harm water quality.

"It makes us a little more expensive but it really is a Rolls-Royce type product vs a Ford.

"Anglers have become more conscious about the health of fish in recent years.

"We are the pioneers of this and as the world evolves other people are following us, but they are following – we are trend-setters."

The product is popular with retailers too, according to Mr Kaye who says there is a healthy margin on each product which makes sure "everyone is a winner".

In his two and a half decades in the industry, Mr Kaye said it has changed a lot.

But he claims the biggest change is in the professionalism of the people who are running businesses within the sector.

He said: "Professionalism in the last decade has shot up.

"Years ago you used to go into a small fishing tackle shop, smell the bait and the spit and sawdust environment.

"But now in the supermarket age, they are much more family-friendly and can walk in with your wife and children.

"The technical knowledge has also increased.

"I think these things are a natural evolution."

Mr Kaye was keen to point out that it was still an activity for everyone, claiming a person who spends £25 can have as much fun and someone buying top of the line equipment for £20,000.

He said: "We all enjoy it for different reasons – I am very competitive but if a retired guy from Cherry Willingham wants to spend less, they can still enjoy it.

"It is accessible and there lots of places you can do it in Lincolnshire free of charge and watch the world go by.

"To me that is incredible."

But Mr Kaye said the biggest challenge facing the industry is standing out from the crowd in a sea of leisure activities.

He said interest in angling is remaining steady but is not "necessarily on a massive growth spike", arguing that people have less time on their hands than ever.

Competition for people's attention is fierce and it is tough to compete he says.

Mr Kaye said: "We are in a market that is saturated in opportunity.

"Sports and computer games – we are sterilising the world in some respects.

"You can experience anything on your screens inside your home instead of going out – but eventually most people rebel against that.

"We are bullish about humanity's desire to go outdoors."

Increasing the profile of angling and making it easier for families to get involved is the future, according to Mr Kaye.

He said: "We are putting our products in the hands of people who have a large digital media following and use the products to great affect.

"We are also investing in family opportunities, for example a family in central London, we are going to create opportunities where they can enjoy angling together as a family with equipment, instruction, etc.

"We are very much here to say and we are here to grow, and we are looking forward to expanding our UK and European distribution."

Lincoln-based strategic marketing specialists, Fill the Gap Marketing, and award-winning creative company, Epix Media, have recently been commissioned to support Marukyu Europe with their marketing and business growth.

Fill the Gap Marketing, based in the south of the city, will be assisting Marukyu with a wide range of strategically planned marketing services, whilst Epix Media will be crafting their new website to ensure it's quicker and easier for Marukyu's customers to stock their products.

These projects will be key in boosting Marukyu's brand exposure across the UK and ensuring their ecologically sound and carefully designed products reach even more consumers.

Rachael Smith, Marketing Director for Fill the Gap Marketing said: "We're very excited to be working in partnership with Epix Media to help support Marukyu with their marketing as they look to expand further into the UK market with their high-quality fish bait and eco-friendly products."

Director of Epix Media, Zoe Easey, said: "We're looking forward to working alongside Fill the Gap Marketing by developing Marukyu a bespoke website that will support them as they expand further in the UK market."

Howard Kaye, National Sales Manager, explains what working with Fill the Gap Marketing and Epix Media means for the UK division of Marukyu: "Since moving our manufacturing and distribution centre from Wales to Boston in Lincolnshire at the end of 2016, we have begun investing heavily in development and key staff, and have seen our sales increase month on month. With the demand for our products from UK anglers rising, we have looked to Fill the Gap Marketing and Epix Media to support us with our marketing, making sure we are looking after our current customers and helping us gain new customers."